From Global to Local? The Power of Domestic Markets

Food markets have become more and more globalized. In parallel, the interest in locally grown food products has evolved rapidly. The question arises as to what market potential domestic food products can develop in a regional market relative to export markets. We examine the relationship between consumer ethnocentrism, product image and product involvement regarding locally grown food products. Additionally, the concept of Aaker’s brand personality has been applied. There exists a positive relation between consumer ethnocentrism and the attitude towards domestic food products. Different brand personalities were uncovered to create a strong marketing identity for a region and its food.